LeBron James signs with Fanatics Collectibles for a trading card deal, leaving Upper Deck after 20 years.
Thanks to: Fanatics
LeBron James is moving his trading card sponsorship to Fanatics Collectibles after more than 20 years with rival Upper Deck.
Fanatics are kicking off the deal with the sale of a one-of-a-kind Bowman-branded card featuring a dual signature of the National Basketball Association legend and his son Bronny. It will be available for retail starting January 19th.
The multi-year deal means a new inventory of signed James trading cards. James has not signed any official cards in recent years. It's also shaking the balance of power in the newly revived sports memorabilia and trading card industries.
“Our goal is to push the boundaries of the hobby and we are excited about how our partnership with one of the best athletes in the world will continue to fuel the passion of fans and collectors,” said Mike Mahan, CEO of Fanatics Collectibles.
Terms of the deal were not disclosed. Experts say the deal could be worth more than $5 million a year.
As part of the launch, James delivered a short video titled “Origin of Greatness,” which highlighted the first moments of several Fanatics athlete partners and their journey to the top of their sport.
“As someone who appreciates all the moments – big and small – along the journey, I'm excited to share more with my fans through this partnership with Fanatics,” James, 39, said in a statement.
Fanatics Collectibles, led by Michael Rubin's $31 billion sports platform company Fanatics, bought Topps in 2022 for $500 million.
Fanatics will replace Panini as the official trading card maker for the NBA and its players association beginning in 2026. Fanatics can now get the exclusive printed cards of James, a four-time NBA champion. Despite exclusivity agreements, league partners have been able to print tickets in the past.
The trading card rivals are currently embroiled in a court battle, with Panini accusing Fanatics of antitrust violations.
Fanatics Collectibles has also acquired exclusive long-term rights to design, produce and distribute trading cards for other sports properties, including Major League Baseball, the Major League Baseball Players Association and the National Football League Players Association.
The deal for the Los Angeles Lakers star is a big win for Fanatics as James is the most valuable athlete of any current NBA player, according to Ken Goldin, founder and CEO of Goldin Auctions and star of Netflix's 'King of Collectibles' – series.
Goldin said that early in James' career he sold a high-end James card for as much as $5 million.
Today he said prices have dropped, but his cards are still extremely valuable. He also said he is optimistic about what this deal will mean for collectors.
“They are [Fanatics] We will probably use LeBron not only to sign autographs, but also to promote trading cards as a whole,” Goldin said.
When James signed his first contract with Upper Deck in 2003, it was believed to be the largest contract in the history of trading cards and memorabilia. James was reportedly paid $1 million per year and also received a $1 million signing bonus.
This isn't the first time James has left one of his major sponsors for a competitor. The 19-time NBA All-Star left Coca-Cola after almost 18 years to sign an endorsement deal with rival Pepsi in 2021.
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